Health leaders in the West Midlands are encouraging patients to turn to pharmacies instead of overburdened GP surgeries and A&E departments by utilizing the Pharmacy First service. Introduced in early 2024, Pharmacy First empowers pharmacists to offer expert advice, perform clinical assessments, and dispense prescription medications for seven common minor illnesses—all without needing a GP appointment. As winter challenges strain healthcare resources, pharmacies are becoming a quicker, more convenient first point of care for families seeking treatment. This approach not only speeds up access to care but also helps relieve pressure on GPs and emergency services during the busiest months.